AVAILABILITY CONDITIONS AS A CRITICAL FACTOR IN PRODUCT CATEGORY MANAGEMENT IN SHAPING THE OFFER OF NON-ALCOHOLIC EQUIVALENTS OF ALCOHOLIC BEVERAGES

Anna Kamińska; Przemysław Dmowski; Ewa Marjańska

doi:10.29119/1641-3466.2024.207.12

AVAILABILITY CONDITIONS AS A CRITICAL FACTOR IN PRODUCT CATEGORY MANAGEMENT IN SHAPING THE OFFER OF NON-ALCOHOLIC EQUIVALENTS OF ALCOHOLIC BEVERAGES

Abstract

Purpose: To determine the availability of non-alcoholic wines and spirit substitutes in various distribution channels and understand the factors shaping store assortments to identify potential product strategies in category management. Design/methodology/approach: A literature review using desk research and a two-part study on the availability of non-alcoholic substitutes, utilizing observation and interview methods. Findings: The highest availability of non-alcoholic equivalents of alcoholic beverages is in large-format stores, while the lowest is in small-format stores. Based on the analysis of the conditions for shaping the assortment of these products, it can be concluded that when shaping the offer, representatives of selected stores apply specific strategies towards this group of products, including competitiveness of the offer or size of the assortment. Research limitations/implications: A limitation of the research is the relatively short implementation time and the subjective nature of the responses of store employees, which may result in an incomplete picture of reality. For a more complete verification of the results, it is advisable to conduct the survey on a larger sample. Practical implications: The results can guide organizations that want to increase flexibility by introducing a more comprehensive range of non-alcoholic beverages. Social implications: The analysis can also be used to identify priorities for manufacturers and retailers in the context of managing this product category, and can be used by companies in the implementation of ESG (Environment, Social, Governance) areas related to responsible consumption and promoting safety. Originality/value: Defining product category management strategies in this emerging market can enhance a company's competitiveness in non-alcoholic beverage equivalents. Keywords: non-alcoholic equivalents of alcoholic beverages, product availability, product range development, product category management. Category of the paper: Research paper.

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Keywords

NON-ALCOHOLIC EQUIVALENTS OF ALCOHOLIC BEVERAGES, PRODUCT AVAILABILITY, PRODUCT RANGE DEVELOPMENT, PRODUCT CATEGORY MANAGEMENT.

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Articles

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artykuły w czasopismach

Published in:

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska pages 211 - 229,
ISSN: 1641-3466

Language:

English

Publication year:

2024

Bibliographic description:

Kamińska A., Dmowski P., Marjańska E.: AVAILABILITY CONDITIONS AS A CRITICAL FACTOR IN PRODUCT CATEGORY MANAGEMENT IN SHAPING THE OFFER OF NON-ALCOHOLIC EQUIVALENTS OF ALCOHOLIC BEVERAGES// Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska -,iss. 207 (2024), s.211-229

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